For the Swedish brand, the competition, which ends on January 31, is a zero-waste alternative to the traditional way of consuming fashion. That is why it’s fronted by actress Maisie Williams, their sustainability ambassador. This virtual fashion collection includes an oversized vest made of impossible materials, an orange cable knit with sparkles, and a pair of baggy vibrant trousers with a matching cropped hoodie.
The competition, which accompanies the digitally-exclusive collection, will feature participants from six selected countries that will have to name one of the looks. Once the winners have been selected, they will have to send a photograph of themselves to H&M, who will award them with the picture of the new look days later – CGI and all, for them to upload on social media.